Category
Eco
Power Modularity
Trend cluster
Category
Campaigning for
Commitment
Marketers ask for pledges as part of cause-related promotions.
3.0
Trend score
Trend
What is the Campaigning for Commitment trend?
Campaigning for Commitment: Non-profit charities and organizations typically ask for consumer commitment through pledges and donations, and now for-profit brands are doing the same. Companies are using oath-based campaigns as part of their cause marketing initiatives -- which are becoming almost a requirement of any marketing plan -- to elicit promises from consumers to undertake socially or environmentally beneficial activities. In addition to doing good, these pledges also place accountability among participants, creating an interactive element with the campaign that may build brand loyalty.
Trend themes
Themes within the Campaigning for Commitment trend
Three behaviours holding the trend together01
Oath-based Campaigns
Brands are using oath-based campaigns to elicit promises from consumers to undertake socially or environmentally beneficial activities.
02
Plant-based Packaging
Companies are partnering to commit to using revolutionary plant-based plastic technology.
03
Anti-Distracted Driving Campaigns
Companies are launching campaigns to encourage customers, teens in particular, to take a pledge against texting and driving.
Industry implications
What the Campaigning for Commitment trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Companies are using oath-based campaigns as part of their cause marketing initiatives.
For
Packaging and Sustainability
Companies are partnering to commit to using revolutionary plant-based plastic technology, increasing sustainability efforts.
For
Auto and Transportation
Companies are launching campaigns to educate drivers, particularly teens, on the dangers of texting while driving.
Trend signals
Trend signals for Campaigning for Commitment
Trend score 3.0 out of 10, from popularity 54%, activity 29%, freshness 8%.
Popularity54%
Activity29%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Campaigning for Commitment trend
4 featured examples from Jul 12 to Aug 24, 2012CategoryTech
Anti-SMS Driving Campaigns
AT&T 'No Text on Board' Pledge Asks You to Stop Texting and Driving
Disruptive innovation opportunity: Develop integrated solutions that combine mobile network capabilities with AI-driven technology to prevent texting while driving.
CategoryEco
Interactive Cover Photos
Unilever Engages Eco-Minded Fans With Interactive Facebook Timeline
Consumer goods companies can leverage interactive campaigns to engage their audience and promote sustainable living, as shown by Unilever's use of an interactive cover photo mosai…
CategoryEco
Eco-Promoting Condiments (UPDATE)
Heinz Ketchup 'Join the Growing Movement' Encourages Eco Living
The food and beverage industry can explore the use of plant-based plastic technology and QR codes to promote sustainable products and engage environmentally conscious consumers.
CategoryLifestyle
Beer-Branded Oaths
Take the Anheuser-Busch Pledge to Drink Responsibly
Opportunities for alcohol brands to integrate responsibility initiatives into their marketing strategies and build positive brand reputation.
